M•A•C str*be
M•A•C str*be Los angeles
Experiential Conception, Development, Design, ExecutionM•A•C str*be Launch 2025 in Downtown L.A.
THE UMBRELLA was commissioned by M•A•C to create an innovative influencer event to re-launch their iconic str*be line, with several new additions to the product category. The brief was: activate a raw space, centrally located in Los Angeles, & create a vibe that compliments the iridescent aesthetic of the strobe product line.
We developed a concept that tapped our network of fine artists to create a guest experience where guests could sample the str*be product, interact with several self-captured content installations, as well as some aesthetically bold backdrops for pro-capture.
Guests were dropped at an alley in the DTLA Arts District, where a UV Strobe stencil was illuminated by a light affixed to a scissor lift, creating a unique high/low aesthetic. As guests made their way inside the warehouse space, they were funneled into a tunnel of CRT TVs with CCTV cameras in various zones, allowing them to capture themselves in a highly viral and retro way. As they exited the tunnel, a ‘Step & Repeat,’ made out of CRT TVs and digital scrolling tickers summoned them. They were captured by a CCTV camera to fix them on all the TVs behind them, as BFA took their portraits in front of this highly unique backdrop.
We used lighting direction to draw guests to custom built vending machines throughout the space. The primary vending machine contained bubbles filled with the M•A•C Strobe products. A secondary vending machine contained useful party favors like lipliner, blotting paper, vapes, M•A•C branded lighters, & more. The vending machines were a crowd favorite and were replenished throughout the night.
As guests explored the space, they encountered a large format LED screen which was streaming content from our live instant-capture video booth. Guests were captured in motion, treated with a glitchy and brand-colored filter, and videos were seamlessly stitched together with post production & bumpers added in instant-post. Guests simply scanned a QR code to download and post their videos.
Guests enjoyed refreshments at our bar which featured custom cocktails lit beneath a dynamic neon sign. They were lounged on a custom built asterisk shaped (the brand mark) & suede upholstered banquette.
We also built a larger than life shadow box where professional go-go dancers danced in silhouette throughout the night. When they were not occupied, this also became a guest content capture moment.
Outside, in the parking lot adjacent to the warehouse, we built a lounge complete with 2 food trucks representing the best of both LA & NYC. Guests enjoyed tacos by the renowned LA taco staple, Koji Taqueria by Roy Choi as well as slices of pizza from NYC’s legendary Joe’s Pizza. Guests were clambering to get their hands on the custom made pizza slice boxes, a detail that was appreciated by all.
M•A•C notable guests include:
Karen Sarahi Robles, Indigo Star, The Symone, Marta Pozzan, Akira Akbar, Cailin Russo, Roxette Arisa, Andrew Matarazzo, Carmen Solomons, Dosha Deng, Scott Oliver Hartt Sussman, Annahstasia, Thirrrsst, Sandy Lin, Jermaine Mitchell, Sophia Monet, Jacqui Graham.
When
March, 2025
Where
Los Angeles
Client
Estée Lauder Companies / M•A•C Cosmetics
Creative Agency & Production
THE UMBRELLA
Photography
BFA — Jason Sean Weiss
BFA — Kyle Goldberg
GP Selvaggio
Owen Kolas
Services
Creative Direction
Project & Event Management
Event Production
Location Scouting
Print & Graphics
Technical Direction
Content Capture & Post-Production
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